Enterprises are facing unprecedented economic, competitive and global challenges. Traditional approaches to incremental cost-cutting and revenue growth are not succeeding. Optimizing the customer experience to increase customer loyalty and reduce customer defection has become critical. The problem is that the environment in which enterprises operate is constantly in flux. While “adaptive” was once merely a catchy term, it is now a requirement for organizational survival and sustained growth. The challenge is to continually adapt, leveraging customer transactional data, changes in customer as well as market behavior, and to create innovation opportunities with iterative and measurable improvements. Enterprises need to embrace a more holistic approach to adaptability.